Loyalty in High-Quality Hotels of Croatia: From Marketing Initiatives to Customer Brand Loyalty Creation

Abstract

In order to increase brand loyalty and build permanent relationships with their customers, hotel companies are embracing new marketing and communication initiatives, such as integrated marketing communications (IMC) and loyalty programs, both supported by advancements in information and communication technology (ICT). The purpose of this research is to study in greater detail loyalty, IMC, and ICT concepts in high-quality hotels of Croatia from the points of view of the hotel and the guest. The findings show a high degree of IMC and ICT adoption and a moderate degree of development of loyalty programs in hotels. Moreover, they confirm a positive influence of ICT on IMC implementation as well as a positive impact of IMC on loyalty.